Storytelling, citra destinasi, dan pengalaman merek pada video promosi kementerian pariwisata dan ekonomi kreatif
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Keywords:
storytelling, destination image, brand experience, promotional video
Abstract
The Ministry of Tourism and Creative Economy (Kemenparekraf) of the Republic of Indonesia is aggressively promoting tourist destinations with various policies after confirmed cases of Covid-19 decreased. Efforts to promote tourist destinations are created a positive image of Indonesian tourism destinations. The promotional video used storytelling techniques from Bali and Lake Toba, two Indonesian tourist destinations. This study aimed to determine the effect of the Ministry of Tourism and Creative Economy's tourism promotion videos using storytelling techniques on the image of the destination, mediated by brand experience. This study uses a quantitative approach with experimental research methods. The results of this study indicate that the storytelling in The Heart Beat of Toba (53.4%) and Earth Revitalisation (22.5%) videos influences the image of the destination mediated by brand experience.
References
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Aoki, S., & Fujimoto, T. (2021). Examination of Tourism Promotion Using Online Videos. In Proceedings of the 27th international conference on systems engineering, ICSEng 2020. Springer.
Beig, F. A., & Khan, M. F. (2018). Impact of Social Media Marketing on Pengalaman merek: A Study of Select Apparel Mereks on Facebook. The Journal of Business Perspective, 22(3). https://doi.org/10.1177/0972262918785962
Berto, A. R., & Muwarni, E. (2022). Sociocultural Information Gap in the Dive Tourism Industry: Evidence from Komodo National Park. Jurnal Ilmu Komunikasi, 20(1).
Calvi, L., & Hover, M. (2021). Storytelling for Mythmaking in Tourist Destinations. An Interdiciplinary Journal, 43(6). https://doi.org/10.1080/01490400.2021.1908193
Chen, X., Mak, B., & Kankhuni, Z. (2020). Storytelling approach of the self-reported slow adventure to Tibet: Constructing experience and identity. Tourism Management Perspectives, 35. https://doi.org/10.1016/j.tmp.2020.100679
Chen, Y., & Li, X. (2018). Does a happy destination bring you happiness? Evidence from Swiss inbound tourism. Tourism Management, 65. https://doi.org/10.1016/j.tourman.2017.10.009
Covid19.go.id. (2022). Peta Sebaran. https://covid19.go.id/peta-sebaran
Crespo, C. F., Ferreira, A. G., & Cardoso, R. M. (2022). The influence of storytelling on the consumer–merek relationship experience. Journal of Marketing Analytics. https://doi.org/10.1057/s41270-021-00149-0
Devan, H., Elphick-laveta, T., Lynch, M., MacDonnell, K., Marshall, D., Tuhi, L., & Grainger, R. (2021). “Power of Storytelling”: A Content Analysis of Chronic Pain Narratives on YouTube. Canadian Journal of Pain, 5(1).
Fisanick, C., & Stakeley, R. O. (2020). Digital Storytelling as Public History A Guidebook for Educators. Taylor and Francis Group.
Ganassali, S., & Matysiewicz, J. (2021). Echoing the golden legends: storytelling archetypes and their impact on merek perceived value. Journal of Marketing Management, 37(5–6), 437–463. https://doi.org/10.1080/0267257X.2020.1831577
Goldenberg, A., & Gross, J. J. (2020). Digital Emotion Contagion. Trends in Cognitive Sciences, 24(4), 316–328. https://doi.org/10.1016/j.tics.2020.01.009
Herrando, C., & Constantinides, E. (2021). Emotional Contagion: A Brief Overview and Future Directions. Frontiers in Psychology. https://doi.org/10.3389/fpsyg.2021.712606
Im, J., Kim, H., & Miao, L. (2021). CEO letters: Hospitality corporate narratives during the COVID-19 pandemic. International Journal of Hospitality Management, 92, 102701. https://doi.org/10.1016/j.ijhm.2020.102701
Katadata. (2021). Penetrasi Internet Indonesia Meningkat saat Pandemi Covid-19. https://databoks.katadata.co.id/datapublish/2021/10/06/penetrasi-internet-indonesia-meningkat-saat-pandemi-covid-19
Kemenparekraf. (2020a). Revitalisasi Bumi Bali. https://www.youtube.com/watch?v=NejNWI5AZuw
Kemenparekraf. (2020b). The Heart Beat of Toba. https://www.youtube.com/watch?v=pISlU6izoPY
Ketter, E., & Avraham, E. (2021). #StayHome today so we can #TravelTomorrow: tourism destinations’ digital marketing strategies during the Covid-19 pandemic. Journal of Travel and Tourism Marketing, 38(8), 819–832. https://doi.org/10.1080/10548408.2021.1921670
Kılıç, F., & Okan, E. Y. (2021). Storytelling and narrative tools in award-winning advertisements in Turkey: an interdisciplinary approach. Journal of Marketing Communications, 27(8). https://doi.org/10.1080/13527266.2020.1780466
Li, C.-H., & Liu, C.-C. (2020). The effects of empathy and persuasion of storytelling via tourism micro-movies on travel willingness. Journal of Tourism Research, 25(4), 382–392. https://doi.org/10.1016/j.tourman.2020.104138
Lidwina, A. (2021). 94% Orang Indonesia Akses YouTube dalam Satu Bulan Terakhir. Databoks. https://databoks.katadata.co.id/datapublish/2021/02/17/94-orang-indonesia-akses-youtube-dalam-satu-bulan-terakhir
Lim, H., & Childs, M. (2020). Visual Storytelling on Instagram: Mereked Photo Narrative and the Role of Telepresence. Journal of Research in Interactive, 14(1), 33–50. https://doi.org/10.1108/JRIM-09-2018-0115
Mandailing, M. (2021). Danau Toba, destinasi wisata super prioritas dengan alam menakjubkan. Antara News. https://www.antaranews.com/berita/1998409/danau-toba-destinasi-wisata-super-prioritas-dengan-alam-menakjubkan
Moin, Hosany, S., & Obrien, J. (2020). Storytelling in destination mereks’ promotional videos. Tourism Management Perspectives, 34. https://doi.org/10.1016/j.tmp.2020.100639
Moin, S. M. A. (2020a). Merek storytelling in the digital age: Theories, practice, and application. Palgrave Macmillan.
Moin, S. M. A. (2020b). Storytelling for Minds: Neuroscience’s Approaches to Mereking. In Merek Storytelling in the Digital Age (pp. 41–51). Springer. https://doi.org/10.1007/978-3-030-59085-7_3
Muwarni, E., Juliadi, R., Berto, A. R., & Marta, R. F. (2021). Audience Motives and Satisfaction on Accessing Online Tours at 360° Virtual Destinasi Indonesia. Jurnal Penyuluhan, 17(2).
Persson-fischer, U., & Liu, S. (2021). The Impact of a Global Crisis on Areas and Topics of Tourism Research. Sustainability, 13(2), 1–26. https://doi.org/10.3390/su13020906
Rossolatos, G. (2020). A merek storytelling approach to Covid-19’s terrorealization: Cartographing the narrative space of a global pandemic. Journal of Destination Marketing and Management, 18. https://doi.org/10.1016/j.jdmm.2020.100484
Sand, F. van de, Frison, A.-K., Zotz, P., Riener, A., & Holl, K. (2017). User Experience Is Pengalaman merek: The Psychology Behind Successful Digital Products and Services. Springer.
Scharrer, E., & Ramasubramanian, S. (2021). Quantitative research methods in communication: The power of numbers for social justice. Routledge.
Su, L., Cheng, J., & Swanson, S. R. (2020). The impact of tourism activity type on emotion and storytelling: The moderating roles of travel companion presence and relative ability. Tourism Management, 81. https://doi.org/10.1016/j.tourman.2020.104138
Tiago, F., Moreira, F., & Borges-Tiago, T. (2019). YouTube Videos: A Destination Marketing Outlook. In Strategic innovative marketing and tourism (pp. 877–882). Springer.
Trisakti, F. A., & Alifahmi, H. (2018). Destination Merek Storytelling: Analisis Naratif Video The Journey to A Wonderful World Kementerian Pariwisata. Jurnal Komunikasi Indonesia, 7(1).
Woosnam, K. M., Stylidis, D., & Ivkov, M. (2020). Explaining conative destination image through cognitive and affective destination image and emotional solidarity with residents. Journal of Sustainable Tourism, 28(6). https://doi.org/10.1080/09669582.2019.1708920
Yang, K. C. C., & Kang, Y. (2021). Predicting the Relationships Between Narrative Transportation, Consumer Pengalaman merek, Love and Loyalty in Video Storytelling Advertising. Journal of Creative Communications, 16(1), 7–26. https://doi.org/10.1177/0973258620984262
Yanwardhana, E. (2021). Sandi Uno: Bali Penyumbang Devisa Terbesar di Pariwisata RI. CNBC Indonesia. https://www.cnbcindonesia.com/news/20211222193439-4-301297/sandi-uno-bali-penyumbang-devisa-terbesar-di-pariwisata-ri
Youssef, K. Ben, Leicht, T., & Marongiu, L. (2019). Storytelling in the context of destination marketing: an analysis of conceptualisations and impact measurement. Journal of Strategic Marketing, 27(8). https://doi.org/10.1080/0965254X.2018.1464498
Yuliarti, M. S., Rahmanto, A. N., Priliantini, A., Naini, A. M. I., Anshori, M., & Hendriyani, C. T. (2021). Storytelling of Indonesia Tourism Marketing in Social Media: Study of Borobudur and Danau Toba Instagram Account. Jurnal Komunikasi, 13(1). http://dx.doi.org/10.24912/jk.v13i1.9209
Aoki, S., & Fujimoto, T. (2021). Examination of Tourism Promotion Using Online Videos. In Proceedings of the 27th international conference on systems engineering, ICSEng 2020. Springer.
Beig, F. A., & Khan, M. F. (2018). Impact of Social Media Marketing on Pengalaman merek: A Study of Select Apparel Mereks on Facebook. The Journal of Business Perspective, 22(3). https://doi.org/10.1177/0972262918785962
Berto, A. R., & Muwarni, E. (2022). Sociocultural Information Gap in the Dive Tourism Industry: Evidence from Komodo National Park. Jurnal Ilmu Komunikasi, 20(1).
Calvi, L., & Hover, M. (2021). Storytelling for Mythmaking in Tourist Destinations. An Interdiciplinary Journal, 43(6). https://doi.org/10.1080/01490400.2021.1908193
Chen, X., Mak, B., & Kankhuni, Z. (2020). Storytelling approach of the self-reported slow adventure to Tibet: Constructing experience and identity. Tourism Management Perspectives, 35. https://doi.org/10.1016/j.tmp.2020.100679
Chen, Y., & Li, X. (2018). Does a happy destination bring you happiness? Evidence from Swiss inbound tourism. Tourism Management, 65. https://doi.org/10.1016/j.tourman.2017.10.009
Covid19.go.id. (2022). Peta Sebaran. https://covid19.go.id/peta-sebaran
Crespo, C. F., Ferreira, A. G., & Cardoso, R. M. (2022). The influence of storytelling on the consumer–merek relationship experience. Journal of Marketing Analytics. https://doi.org/10.1057/s41270-021-00149-0
Devan, H., Elphick-laveta, T., Lynch, M., MacDonnell, K., Marshall, D., Tuhi, L., & Grainger, R. (2021). “Power of Storytelling”: A Content Analysis of Chronic Pain Narratives on YouTube. Canadian Journal of Pain, 5(1).
Fisanick, C., & Stakeley, R. O. (2020). Digital Storytelling as Public History A Guidebook for Educators. Taylor and Francis Group.
Ganassali, S., & Matysiewicz, J. (2021). Echoing the golden legends: storytelling archetypes and their impact on merek perceived value. Journal of Marketing Management, 37(5–6), 437–463. https://doi.org/10.1080/0267257X.2020.1831577
Goldenberg, A., & Gross, J. J. (2020). Digital Emotion Contagion. Trends in Cognitive Sciences, 24(4), 316–328. https://doi.org/10.1016/j.tics.2020.01.009
Herrando, C., & Constantinides, E. (2021). Emotional Contagion: A Brief Overview and Future Directions. Frontiers in Psychology. https://doi.org/10.3389/fpsyg.2021.712606
Im, J., Kim, H., & Miao, L. (2021). CEO letters: Hospitality corporate narratives during the COVID-19 pandemic. International Journal of Hospitality Management, 92, 102701. https://doi.org/10.1016/j.ijhm.2020.102701
Katadata. (2021). Penetrasi Internet Indonesia Meningkat saat Pandemi Covid-19. https://databoks.katadata.co.id/datapublish/2021/10/06/penetrasi-internet-indonesia-meningkat-saat-pandemi-covid-19
Kemenparekraf. (2020a). Revitalisasi Bumi Bali. https://www.youtube.com/watch?v=NejNWI5AZuw
Kemenparekraf. (2020b). The Heart Beat of Toba. https://www.youtube.com/watch?v=pISlU6izoPY
Ketter, E., & Avraham, E. (2021). #StayHome today so we can #TravelTomorrow: tourism destinations’ digital marketing strategies during the Covid-19 pandemic. Journal of Travel and Tourism Marketing, 38(8), 819–832. https://doi.org/10.1080/10548408.2021.1921670
Kılıç, F., & Okan, E. Y. (2021). Storytelling and narrative tools in award-winning advertisements in Turkey: an interdisciplinary approach. Journal of Marketing Communications, 27(8). https://doi.org/10.1080/13527266.2020.1780466
Li, C.-H., & Liu, C.-C. (2020). The effects of empathy and persuasion of storytelling via tourism micro-movies on travel willingness. Journal of Tourism Research, 25(4), 382–392. https://doi.org/10.1016/j.tourman.2020.104138
Lidwina, A. (2021). 94% Orang Indonesia Akses YouTube dalam Satu Bulan Terakhir. Databoks. https://databoks.katadata.co.id/datapublish/2021/02/17/94-orang-indonesia-akses-youtube-dalam-satu-bulan-terakhir
Lim, H., & Childs, M. (2020). Visual Storytelling on Instagram: Mereked Photo Narrative and the Role of Telepresence. Journal of Research in Interactive, 14(1), 33–50. https://doi.org/10.1108/JRIM-09-2018-0115
Mandailing, M. (2021). Danau Toba, destinasi wisata super prioritas dengan alam menakjubkan. Antara News. https://www.antaranews.com/berita/1998409/danau-toba-destinasi-wisata-super-prioritas-dengan-alam-menakjubkan
Moin, Hosany, S., & Obrien, J. (2020). Storytelling in destination mereks’ promotional videos. Tourism Management Perspectives, 34. https://doi.org/10.1016/j.tmp.2020.100639
Moin, S. M. A. (2020a). Merek storytelling in the digital age: Theories, practice, and application. Palgrave Macmillan.
Moin, S. M. A. (2020b). Storytelling for Minds: Neuroscience’s Approaches to Mereking. In Merek Storytelling in the Digital Age (pp. 41–51). Springer. https://doi.org/10.1007/978-3-030-59085-7_3
Muwarni, E., Juliadi, R., Berto, A. R., & Marta, R. F. (2021). Audience Motives and Satisfaction on Accessing Online Tours at 360° Virtual Destinasi Indonesia. Jurnal Penyuluhan, 17(2).
Persson-fischer, U., & Liu, S. (2021). The Impact of a Global Crisis on Areas and Topics of Tourism Research. Sustainability, 13(2), 1–26. https://doi.org/10.3390/su13020906
Rossolatos, G. (2020). A merek storytelling approach to Covid-19’s terrorealization: Cartographing the narrative space of a global pandemic. Journal of Destination Marketing and Management, 18. https://doi.org/10.1016/j.jdmm.2020.100484
Sand, F. van de, Frison, A.-K., Zotz, P., Riener, A., & Holl, K. (2017). User Experience Is Pengalaman merek: The Psychology Behind Successful Digital Products and Services. Springer.
Scharrer, E., & Ramasubramanian, S. (2021). Quantitative research methods in communication: The power of numbers for social justice. Routledge.
Su, L., Cheng, J., & Swanson, S. R. (2020). The impact of tourism activity type on emotion and storytelling: The moderating roles of travel companion presence and relative ability. Tourism Management, 81. https://doi.org/10.1016/j.tourman.2020.104138
Tiago, F., Moreira, F., & Borges-Tiago, T. (2019). YouTube Videos: A Destination Marketing Outlook. In Strategic innovative marketing and tourism (pp. 877–882). Springer.
Trisakti, F. A., & Alifahmi, H. (2018). Destination Merek Storytelling: Analisis Naratif Video The Journey to A Wonderful World Kementerian Pariwisata. Jurnal Komunikasi Indonesia, 7(1).
Woosnam, K. M., Stylidis, D., & Ivkov, M. (2020). Explaining conative destination image through cognitive and affective destination image and emotional solidarity with residents. Journal of Sustainable Tourism, 28(6). https://doi.org/10.1080/09669582.2019.1708920
Yang, K. C. C., & Kang, Y. (2021). Predicting the Relationships Between Narrative Transportation, Consumer Pengalaman merek, Love and Loyalty in Video Storytelling Advertising. Journal of Creative Communications, 16(1), 7–26. https://doi.org/10.1177/0973258620984262
Yanwardhana, E. (2021). Sandi Uno: Bali Penyumbang Devisa Terbesar di Pariwisata RI. CNBC Indonesia. https://www.cnbcindonesia.com/news/20211222193439-4-301297/sandi-uno-bali-penyumbang-devisa-terbesar-di-pariwisata-ri
Youssef, K. Ben, Leicht, T., & Marongiu, L. (2019). Storytelling in the context of destination marketing: an analysis of conceptualisations and impact measurement. Journal of Strategic Marketing, 27(8). https://doi.org/10.1080/0965254X.2018.1464498
Yuliarti, M. S., Rahmanto, A. N., Priliantini, A., Naini, A. M. I., Anshori, M., & Hendriyani, C. T. (2021). Storytelling of Indonesia Tourism Marketing in Social Media: Study of Borobudur and Danau Toba Instagram Account. Jurnal Komunikasi, 13(1). http://dx.doi.org/10.24912/jk.v13i1.9209
Published
2022-07-30
How to Cite
Wahyu, A. Y. M., Berto, A. R., & Murwani, E. (2022). Storytelling, citra destinasi, dan pengalaman merek pada video promosi kementerian pariwisata dan ekonomi kreatif. Jurnal Studi Komunikasi, 6(2), 679-698. https://doi.org/10.25139/jsk.v6i2.4928
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